The Book

Improve Your Marketing To Grow Your Business shows you the new conceptual framework for marketing, examples of leading companies that have adopted these practices, and guidance on how to get it done. Accordingly, we have organized this book into three parts.

Part I:  "Foundation Principles and Building Blocks of the New Marketing Capability"

Chapter 1,  "Open Your Mind to the New Marketing," explains how companies can increase their top-line growth.
Chapter 2,  "Four Principles Supporting the New Marketing Capability," focuses on becoming customer-centric, reengineering the marketing function, rethinking the marketing organization, and redesigning technology systems.
Chapter 3,  "Building Blocks of the New Marketing Capability," explores how insights and knowledge management can be utilized for innovation and product development.
Chapter 4,  "Translating Insights into Innovation for Brand Financial Growth," shows how insights can be built into the corporate culture to build customer loyalty.
Chapter 5,  "Measuring Consumer Engagement," provides a new way to think about building a customer-centric process and the metrics to measure effectiveness.

Part II:  "Dispatches from the Leading Edge of the New Marketing"

This part provides intimate "insider" interviews with leading marketers of major brands in major industries and companies to illustrate application and practice. The interviews and perspectives of leading executives provide real-world examples and stories of what went right and wrong in the transition to a new way to put marketing to work.
Chapter 6,  "Integration of Technology and Marketing," discusses Wachovia Bank.
Chapter 7,  "Open Innovation and New Product Development Through Communities of Practice," discusses Procter & Gamble’s Connect and Develop strategy.
Chapter 8,  "Brand Building Through Global Brand Growth," discusses Jack Daniel’s.
Chapter 9,  "Growth Through Brand Portfolio and Risk Management," discusses Brown-Forman.
Chapter 10,  "Insights-Led Brand Building in Technology," discusses Windows Live.
Chapter 11,  "Marketing Knowledge Centers," discusses Gillette.
Chapter 12,  "The New CMO," discusses Hyatt Corporation.

Part III:  "How to Get It Done"

Chapter 13,  "Managing Information," describes how the marketing organization can use information to become agile in applying information to real-time decision-making.
Chapter 14,  "Metrics and Building the Culture of Accountability," discusses changing the corporate culture so that accountability can take hold and metrics can drive the process.
Chapter 15,  "Communities of Practice for Consumer Connection and Open Innovation," describes how to partner with your consumers for continuous innovation in the new world of consumer-created content.
Chapter 16,  "Empowering Change from the Top Down," covers why the CEO must own this process and how generative, not mechanistic, change is necessary for the system to take hold and thrive.
This book is intended to help any organization harness the power of the Internet and innovative technologies. Using process and metrics to engineer the marketing function, organizations can succeed in doing the most important job to increase top-line growth building brand equity. This is the future and it works!

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